Stayfree India helps women in sex trade to learn new skills as part of #ProjectFreePeriod
Feminine hygiene brand Stayfree aims to help women in sex trade to learn new skills to help them progress through its #ProjectFreePeriod.
Stayfree India helps women in sex trade to learn new skills as part of #ProjectFreePeriod / DDB Mudra
The campaign conceptualised by DDB Mudra Group, highlights how for normal women, periods are not a welcome thing but how women in sex trade look forward to have periods as they do not have to indulge in sex for three days.
Stayfree partnered with NGO's Prerna and Skilled Trainer to provide beauty, henna art and candle making classes to some of the women in sex trade in those three days. The #ProjectFreePeriod was launched in the red light district of Mumbai.
Rahul Mathew, national creative director, DDB Mudra Group said: “To go from normalizing periods in the lives of women to using periods to normalize the lives of women in the sex trade; is a great example of the kind of power and influence brands can wield. Project Free Period turns the period from a pause to an opportunity, for these women to sustain a life outside of the trade.”